Health and care organisations across County Durham and Darlington have come together to launch a new Safer Sleep Saves Lives campaign, providing families with clear, practical and evidence-based advice to help reduce the risk of Sudden Unexplained Death of Infant, previously known as cot death.
The campaign has been developed in response to local reviews of infant deaths and serious incidents where unsafe sleeping practices were identified as a contributing factor.
While many families already follow safer sleep guidance, local learning has highlighted those preventable risks – including sleeping on a sofa or armchair with a baby, smoking, alcohol use and overheating – continue to put babies at risk.
Working together, partners across County Durham and Darlington have co-produced a range of resources to help ensure parents and carers receive consistent safer sleep messages, no matter which health or care professional they speak to.
At the heart of the campaign is a new video filmed in a real home with local families and babies.
The video demonstrates simple, practical steps parents and carers can take to create a safer sleeping environment and will be shared widely across the region alongside supporting information and resources.
Laura Hamilton, Matron for Public Health and Inequalities at County Durham and Darlington NHS Foundation Trust, said: "Every family deserves access to clear, consistent and evidence-based advice to help keep their baby safe. Through this campaign, we've worked closely with partners across County Durham and Darlington to develop practical resources that families can easily understand and use in everyday life.
"The advice is based on the latest evidence and national guidance, and the video helps bring those messages to life by showing real local families in a real home environment.
“We hope it gives parents and carers the confidence to make informed choices and encourages conversations about safer sleep with the professionals supporting them.
"If you have any questions or concerns about safer sleep, please speak to a trusted healthcare professional. Your midwife, health visitor, GP or practice nurse will all be happy to offer advice and support."
The campaign reminds parents and carers to:
- Always place your baby on their back to sleep.
- Keep your baby smoke-free during pregnancy and after birth.
- Use a firm, flat sleep surface.
- Never sleep with your baby on a sofa or armchair.
- Keep your baby in the same room as you for the first six months.
- Avoid alcohol, drugs or medications that can make you drowsy before caring for your baby.
Every conversation about safer sleep has the potential to make a difference. By sharing the same evidence-based messages across all services, the campaign aims to support families, reduce preventable risks and help give every baby the safest possible start in life.
For more information, practical advice please visit the safe sleep web page.
